LG Reveals AI Windshield and Gaze-Tracking Tech at CES 2026

LG Electronics claimed the CES 2026 Best of Innovation Award in In-Vehicle Entertainment, marking the first time the company’s Vehicle Solution division has won in this category. The recognition comes ahead of the company’s January showcase in Las Vegas, where it will demonstrate three AI-integrated automotive technologies already moving into production with global automakers.

The centerpiece is a transparent OLED windshield that functions as an intelligent display interface. In autonomous driving mode, the system generates visual overlays calibrated to the surrounding environment. Drive through a tunnel, and the windshield projects forest scenery. Pass through a tree-lined road in spring, and cherry blossoms appear across the glass. The AI also delivers contextual data tied to real-time conditions, including countdown timers for traffic signal wait times.

Whether this qualifies as useful information or visual distraction remains an open question. Transparent displays in windshields have circulated through concept vehicles for years without reaching production at scale, partly due to regulatory concerns about driver attention and partly because the technology has struggled to balance brightness, transparency, and visibility across varying light conditions.

LG’s Automotive Vision System adds another layer of in-cabin sensing. The technology tracks driver and passenger movement, gaze direction, attention level, clothing color, and hand gestures. Eye tracking enables interface control without physical contact. Gesture recognition interprets commands. The system even monitors where passengers look outside the vehicle.

One application: A passenger gazes at a building advertisement visible through the window. The vision system detects the focus point and triggers related content on interior displays. This raises the same question automakers have faced with every iteration of in-cabin monitoring technology. How much tracking do occupants want, and at what point does personalized content cross into intrusive surveillance?

The third component applies AI to in-vehicle entertainment. The system recognizes exterior scenery and links it to stored memories, displaying photos or videos on window screens when passengers pass familiar locations. Families can share real-time video calls that overlay journey moments. Long-distance travel gets personalized content recommendations based on preferences and trip duration. LG also highlights AI-powered gesture interpretation designed to facilitate sign language communication inside the vehicle.

Eun Seok-hyun, president of LG Vehicle Solution Company, noted that many of these technologies are already in production with global OEMs. He did not specify which automakers or which features have reached production versus remaining in development.

LG has positioned itself as a tier-one supplier competing with established players like Bosch, Continental, and Aptiv. The company supplies battery systems, motors, inverters, and onboard chargers to EV manufacturers. Its display technology already appears in vehicles from General Motors, Mercedes-Benz, and other brands. Adding AI integration to those hardware platforms represents the next phase of differentiation in a crowded supplier market.

The timing aligns with broader industry momentum toward AI-powered cabin features. Mercedes-Benz recently integrated generative AI into its MBUX infotainment system. BMW demonstrated similar capabilities in its iDrive 9 platform. Volkswagen announced partnerships with multiple AI providers. The question is no longer whether automakers will adopt AI in vehicles, but how quickly the technology moves from marketing material to functional daily-use features that passengers actually want.

CES 2026 runs January 6-9 in Las Vegas. LG will demonstrate these technologies at booth 15004 in the Las Vegas Convention Center, where attendees can evaluate whether transparent windshield overlays and gaze-tracking advertisements represent genuine progress or solutions in search of problems.

The award validates LG’s technical execution. Whether drivers and passengers will embrace these AI-powered features in real-world use remains to be seen. Production deployment with unnamed global OEMs suggests at least some automakers are willing to find out.

Transparent windshield displays offer potential benefits in autonomous driving scenarios where occupants aren’t responsible for vehicle operation. Outside that context, projecting cherry blossoms and forest overlays onto the windshield raises more questions than it answers about driver distraction and regulatory approval.

The cabin sensing technology demonstrates impressive technical capability. Eye tracking and gesture control could improve interface usability. Monitoring passenger gaze direction to trigger targeted advertising moves LG’s vision system from helpful to invasive, depending on implementation and user control.

For consumers, these technologies won’t appear in production vehicles immediately. LG’s timeline for widespread deployment remains unspecified. The technologies require automaker integration, regulatory approval in multiple markets, and consumer acceptance of increasingly comprehensive in-cabin monitoring.

The CES award recognizes innovation, not inevitability. LG built compelling demonstrations of what’s possible when AI, transparent displays, and cabin sensing converge. Whether that’s what drivers and passengers actually want will become clear when these systems move from trade show booths to showroom floors.

About LG Vehicle Solution Company: LG’s automotive division supplies battery systems, electric motors, inverters, onboard chargers, and display technology to global automakers including General Motors, Mercedes-Benz, and other manufacturers. The company competes in the tier-one supplier market against Bosch, Continental, and Aptiv.